6 min Read
“3D graphics was consumerized and the whole video gaming industry was created with NVIDIA chips.”
(Then they made this high processing infrastructure available to AI enthusiasts who built today’s AI capabilities.)
— Jensen Huang, NVIDIA Founder
“Game player identity cannot be temporary, isolated to a single session. Identity is the persistent layer that carries a player’s reputation, based on track record.”
— Phil Spencer, Microsoft Xbox CEO
Third-party cookies still retain their importance as the pillars of online performance marketing. But as Google gingerly negotiates backtracking from its own commitment of third-party cookie deprecation (mainly due to low consumer consent rates), the privacy regulations keep on tightening.
This seems like a good time to examine how user ids are managed in the booming online, multi-player gaming – an industry which is responsible for the development of both GPU processors as well as today’s state of the art AI.
Online gaming were the first to face serious hardware performance issues – and solved them with the first NVIDIA graphic card 15 years ago.
Online gaming has also solved the user fragmentation issue by linking user id & social profiling with recognition in the gaming ecosystem. So it’s logical to assume that their model should be adaptable for online marketing.
NVIDIA GPU was launched in 1999, as a graphics processor card in response to the additional computing needs of the then-nascent, PC-based video gaming industry. It was soon discovered by computing power-hungry AI enthusiasts. NVIDIA saw how AI enthusiasts were using their chips to process their humongous data, they created a free platform for AI enthusiasts to build their models – using graph theory, matrix multiplication, & other existing math, stats models, & vector databases.
Today, NVIDIA chips are widely used to efficiently store multi-dimension relationships between millions of entities, for quick access.
Meanwhile, the gaming industry also advanced rapidly, with better player identity. Online payment further enforced a minimum level of ID authenticity.
Having created social graphs of various players which identify individual skill sets, preferences & even socio-economic layering, this data is indirectly shared across various platforms like Player, Xbox via a Gaming Software Identity Layer.
That’s how in-game ads are served in the thick of real time interactive media in real time – without any need for cookies. Ad serving built on persistent identity and behavioural signals without any need for cookies. A case of choosing behaviour (of gamers) over indirect inferences (via cookies)!
The future of media is clearly interactive. And the next current generation is already living, playing this role. It follows that online marketing should also follow a variant of this route, based on personal data submitted by individuals.
Gaming has obvious structural advantages like authenticated & persistent users – players log in repeatedly, hold long-term accounts, help build their social graphs, with their transactions & behaviour.
With cookie-based marketing are going nowhere, privacy regulators are threatening to clamp down sooner rather than later. The question in the minds of the online marketing industry is what will replace cookies?
Technologies used by the Gaming industry may provide an answer.
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